‘Avengers: Doomsday’ success could open Disney’s Infinity Vision to more Hollywood movies
Rival studios are eyeing Disney’s Infinity Vision, but whether it spreads beyond Disney may hinge on one premium‑screen marketing test they’re all watching.
When Avengers: Doomsday opens December 18, Disney will roll out a new theater label called Infinity Vision at select premium auditoriums — a branding push aimed at steering moviegoers toward bigger screens and beefed-up sound without requiring cinemas to install new tech. It ’s launching into a crowded premium weekend, too: Dune: Part Three is slated for the same frame, and Disney is working around existing IMAX agreements that limit access to those screens.
Introduced in April 2026 , Infinity Vision isn’t another proprietary format. It’s a certification that groups existing premium large-format rooms under one banner, with baseline standards like large screens, laser projection, and premium sound. The idea is simple: give audiences a clear, recognizable tag that says “this auditorium is the upgraded one.”
About 5,500 screens worldwide could qualify for Infinity Vision, according to Bloomberg.
That potential footprint would be roughly three times the size of IMAX’s network, per the same report. And the money is real: IMAX notched a record $1.28 billion in global box office in 2025, underscoring how premium tickets can lift a movie ’s take. Infinity Vision is Disney’s bid to unify scattered premium offerings under a label audiences can actually spot in marketing.
Who Disney is courting
Disney has been talking to other studios about putting the Infinity Vision badge on their own big releases, according to Bloomberg. Early conversations have happened with:
- Paramount Pictures
- Universal Pictures
- Lionsgate
- Sony Pictures Entertainment
Those companies have shown preliminary interest, Bloomberg reports, but several want to see whether the Avengers campaign proves the label moves the needle — meaning, are people actually choosing (and paying for) Infinity Vision showings — before they climb aboard.
The opening-weekend test
Avengers: Doomsday gives Disney a giant spotlight to introduce the badge to crowds already expecting a wall-to-wall spectacle. The timing is tricky, though: Dune: Part Three is set for the same weekend, and a preexisting IMAX deal limits how many of those giant screens Disney can claim. Infinity Vision is the other play — a way to promote premium presentation across non-IMAX auditoriums that meet the certification.
The wild card is recognition. IMAX has had years to build trust with filmmakers, theaters, and moviegoers. Infinity Vision is brand-new and has to prove it isn’t just another tech label in an already crowded marketplace — it has to convince audiences it’s worth the premium.
Studios weighing the pitch are watching for a clear signal: if Disney’s new badge helps sell pricier tickets on a massive Marvel title, Infinity Vision could become a go-to way to market premium screenings beyond Marvel. The test starts in theaters on December 18.